While the health benefits of eating fish are well established, Australian seafood consumption remains below the average for industrialised nations. While considerable research has been conducted in European countries, no research is evident about how and why Australians consume seafood. This paper presents a conceptual framework for investigating fish consumption in Australia. The framework is based on the theory of planned behaviour (TPB) to measure the influence of attitudes towards fish, subjective norms (social norms, moral obligations, health involvement, food involvement/food-related lifestyle, commercial and non-commercial influences), and perceived behavioural control (habits, past experiences/ familiarity, knowledge and confidence, and availability/price) on consumption frequency and purchase intention. Moderating variables include usage status, convenience orientation, consumption occasion, personal characteristics, and information/education content.

Relation

2010 Conference of the Australian and New Zealand Marketing Academy (ANZMAC): Doing More With Less, Christchurch, New Zealand 29 November - 1 December 2010

Relation

Proceedings of the 2010 Conference of the Australian and New Zealand Marketing Academy / P. Ballantine and J. Finsterwalder (eds): pp.1-10